Today, when I was giving a colleague an introduction to PR, it made me take a fresh look at what we always considered to be the basics of PR and they still hold true. Journalists still want good, reliable information in a timely manner. And what’s the first thing you say when you speak to them, whatever medium it is through? Have you got a minute or are you on deadline? And if they contact you, what’s one of the most important things, as well as knowing what they need? What’s your deadline? It’s amazing how many people either aren’t aware of it, or forget it. Even those who know a lot about marketing generally. As I said before, PR isn’t rocket science – it’s mainly common sense.